TikTok helped my ‘Forever’ song to reach a wider market – Gyakie

Although that appears to be an open secret, the singer re-echoed it in a recent interview with Doreen Avio on Hitz FM’s Daybreak Hitz.

“TikTok helped my song, ‘Forever,’ to reach a bigger market,” said Gyakie. “It was part of the push for the song as well.”

It has become vividly evident that African artistes have devised a new trend for promoting their songs on social media —and that is by activating dance routines, or ‘challenges’ on TikTok and Instagram Reels.

These dance routines are either introduced by the artistes themselves, or by professional dancers, through their respective social media platforms.

Fans of these artistes and dancers join the challenges to also exhibit their dancing skills. In some cases, selected fans are even rewarded with cash, shopping coupons, and airtime, among other gifts by the artistes for chalking the most views on their pages.

The more “engaging” a challenge is, the more it gets people to join —and this propels the hashtag of the challenge, [which often includes the title of the song,] to appear in TikTok’s and other social media networks’ trends list.

This for many artistes has proven to be a new way for music discovery and marketing to some music listeners.